Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
7433600 | Journal of Retailing and Consumer Services | 2018 | 10 Pages |
Abstract
Online food-delivery aggregators (OFA's) are expanding choice and convenience, allowing customers to order from a wide array of restaurants with a single tap on their smart phones. The business of delivering restaurant meals to the home is undergoing rapid change as new online platforms race to capture markets and customers across most of the metropolitan cities in India. The paper aims to investigate online food aggregators (OFA's) by proposing and empirically testing mobile app attribute-conversion model, to examine how mobile app attributes of online food aggregators influence the purchase decision of a consumer and subsequently lead to conversion. A mix method design was adopted for the study and a pilot study comprising of (n=350) respondents was carried out. The study focuses on four key attributes - visual, navigational, information and collaboration design and identifies the most important mobile app attributes while choosing a particular online food aggregator (OFA) in India.
Related Topics
Social Sciences and Humanities
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Marketing
Authors
Anuj Pal Kapoor, Madhu Vij,